Marketing to Millennials

Millennials—that generation of 20-and-30-somethings born roughly between 1980 and 2000 who are infamously narcissistic, entitled, arrogant and politically disengaged—take a lot of flak. But love 'em or hate 'em, their strength in numbers makes them a strong force to be reckoned with. There are 80 million millennials in America. They represent nearly one third of the entire population. And they’re wielding a mind-blowing $1.3 trillion in annual buying power.

The numbers alone will make any marketer perk up and take notice. But the significance of this generation extends beyond their numbers. According to a consumer study conducted by Elite Daily, millennials want to engage with brands on social networks (62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer). They’re brand loyal (60% said that they are often or always loyal to brands that they currently purchase). They expect brands to give back to society (75% said that it’s important that a company gives back to society instead of just making a profit). They value authenticity more than content (43% of millennials said they first have to trust a company before they bother exploring their product). And they aren’t influenced at all by advertising (1% of millennials said that a compelling advertisement would make them trust a brand more). All of this data is brewing a fierce competition between companies—and they’re all vying for their piece of the millennial mindshare.

But with such a diverse group—and such preconceived notions about its personality and interests—it can be hard to know how to approach marketing to this generation. Here are our four tips for successfully marketing to millennials.

1. Establish Meaningful Connections Through Your Social Media Platforms

Millennials are a tech-savvy generation, and they rely heavily on the online world when it comes to information. Establishing a social media presence at a variety of channels—such as Twitter, Instagram, Snapchat and Facebook—is a great way to send your message. But your company cannot grasp the attention of the fast-paced millennial-mind for too long if the communication is a one-way street. That means a company needs to do more than just tweeting “thanks” or liking comments—earning the attention and support of millennials means creating the impression that each consumer is special.

Toppers Pizza* has long had a fanatical online fan base. When seeking out a way to innovate their popular Topperstix, the brand turned to these loyal customers for the answer—and the people spoke: “More cheese and more garlic.” As a result, the brand launched the new 3-Cheese Garlicstix, but in a tribute to their social media following, they did so only online.

“More and more, our customers are interacting with us online. We realized we have to live where they live every day,” said Scott Iversen, vice president of marketing for Toppers. “A big place where we can stay ahead of the other guys and be more nimble is in social media. It’s a natural extension of our business to launch this social-media based marketing.”

2. Embrace Authenticity

Millennials are spending an average of 25 hours per week online. They’re scouring websites, blogs and social media because they feel empowered by all of the remarkable content they’re discovering. They’re also sharing, liking, pinning, snapping, forwarding and commenting on all of their favorite findings to spread the news to the rest of the online community. But what does it take to make this type of content really resonate? Millennials trust what they feel is authentic.

“Authentic” has become a buzzword lately, but it still holds real value and real power. Millennials love content that was crafted with their best interests in mind, rather than with an urge to open up their wallets. They’re resistant to call-to-actions focused on the sale, and they’re likely to ignore content that screams “buy.” Instead, focus on bringing value to your customers. Educate and empower them to embrace new experiences and consider your company as their fellow adviser when it comes to choosing you product. Put simply, show that you care. Don’t hide your passion. And be vocal about your brand’s unique values.

3. Be Transparent

Gone are the days of faceless organizations with untouchable leadership. This generation craves transparency and dialog with the products they love. Companies like Warby Parker and Tom’s Shoes have done this extremely well with their audiences—they present a mission and stick to it. Consumers can see firsthand how the company’s mission is being met, and they have the opportunity to participate—and make a difference— by using the product.

Since 2011, Toppers has partnered with Feeding America, the nation’s leading domestic hunger-relief charity, to combine their strong love of pizza with their strong love of people. The brand makes the nation’s hunger epidemic a focal point of their daily operations, from developing Topperstix eating contests and creating special menu promotions to volunteering their own personal time. Over the past four years, the brand has collectively raised a total of $250,000 for Feeding America—the equivalent of more than two million meals. And to further aid in hunger relief, Toppers Founder and CEO Scott Gittrich has personally matched 50 cents for every dollar the company has raised since their partnership first began.

4. Utilize User-Generated Content

Your customers can be your most valuable resources. More than 50% of millennials trust user-generated content more than any other type of media. That’s because social proof has become a powerful phenomenon, and sometimes your audience just needs to see your products in action before taking that final step and making a purchase.

There are a few ways to not only encourage your audience to share their experiences, but to also repurpose that content for your marketing campaigns. With more than 300 million users, Instagram has become the perfect platform to capture customer experiences in an aesthetically-pleasing way. Try reposting your customers’ photos—your customers will experience the thrill of seeing their photo on your feed (it’s all about amassing more followers!) and you’ll start engaging with your audience on a more personal level and get an influx of fresh content. By regularly reposting you audience’s content, you’re turning your customers into brand ambassadors who help you expand your business’ influence online in a way that is relatable.